Last year I was asked if I would contemplate taking on the management of Brexit. It was a hypothetical question. No one is actually going to offer me the job. I had no qualms in stating that, given the complexity, uncertainties, risks and costs, I would hope that I would have the good sense to turn down such an offer. With the recommendation to the client that they should not to undertake such a reckless, costly and strategically stupid project.

So, that’s my going-in position. As other strategists will have picked up on. Continue reading →